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The Essential Customer Acquisition Tool

June 30, 2015

Far too many agents and brokers try to compete on price or product as evidenced by talking to prospective clients about the “traditional bidding process.”  Unfortunately, when price becomes the dominant factor in a relationship, commoditization quickly follows, eliminating the opportunity to become unique and distinguished from the competition.

The key to avoiding this commodity trap is in your ability to stand out in the crowd, to be remarkable – to differentiate yourself by demonstrating your ability to serve as a consultative, diagnostic advisor who uses a customer acquisition assessment process.

How should your process work?

Envision yourself as an outsourced risk manager – for businesses that do not have their own, in-house risk manager.  Then filter your prospects against this goal.  If the prospect does not want to invest time to go through your risk assessment process, put them on your mailing list and walk away.

Consider working with your prospects three to four months after the insurance renewal – rather than starting during the bidding process.

Develop a curiosity and a desire to understand the inner workings of your prospect’s business.  If you do not understand the business and its issues, you cannot adequately perform exposure identification.   Then start with step 1 of the Beyond Insurance Processgraphic

 

Your primary role is to identify risks that can pose a threat to the organization and, if they occur, will negatively impact the firm’s bottom line.  If you get caught in the bidding process, you miss the opportunity to improve your prospect’s risk profile – an essential step to establishing credibility and trusted advisor status.  Additionally, the prospect will view you as a disposable commodity – someone who is interchangeable with the next transactional salesperson who comes through the door.

The outcome of the Beyond Insurance Process includes, but is not limited to, better safety records, enhanced HR practices, improvement in employee morale, absenteeism, productivity, and lower premiums.

Which process would you choose to avoid commoditization and to differentiate yourself with prospects?

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This article was pulled exclusively from the minds of the Beyond Insurance marketing team.  We strive to help you live happier, work smarter, and make more money.  However, for us to do so, we need your help!  Let us know what your biggest frustrations are within the insurance industry by clicking here.  Who knows? Maybe you’ll be the inspiration behind our next article!

What’s Your Client’s Potential?

June 23, 2015

“Growth Solution” by renjith krishnanPotential:  (adj.) capable of being or becoming; possibility

In the Reach Your Peak program, Beyond Insurance coaches work with producers to close the gap between performance and potential. Similarly, in working with a client or prospect, a producer’s primary job is to see what could be – not just what is.  This key differentiator often separates the successful from the transactional producer.

How do you discover a business’ risk mitigation potential? Read more…

Five Practical Tips for Better Prospecting

June 16, 2015

 “Recruitment” by Vichaya Kiatying-AngsuleeThe 2013 Independent Producer Survey showed that the majority of producers (55%) consider prospecting their #1 challenge. It beat all other obstacles, such as clients’ lack of understanding around the need for insurance (34%), negative opinions of insurance products (25%), and product affordability (22%).

Instead of viewing prospecting as a trial, try these five practical tips that will make your prospecting more disciplined, enjoyable, and successful: Read more…

Three Steps for Living Up to Customer Expectations

June 2, 2015

“Clipboard With Check Mark ” by David Castillo DominiciAre you living up to the expectations your customers have for you and your team?  These expectations are the key differentiators between developing a long-term raving fan client and a short-term, unengaged customer.

Think about the complete package of products, services, resources and solutions available to your clients.  Then, look at the graphic below.  In which quadrant do you fall into? Read more…

How “Follow-up” is Destroying the Prospecting Game

May 27, 2015

"Customer Support. 3d Little Human Character With A Headsets And” by David Castillo Dominici “I’ll put a reminder on my calendar and follow up with you in two weeks.”

How many times have you heard that phrase?  “Follow-up” is a term that exemplifies the typical, transaction-based salesperson.  You may even use it yourself without even thinking about it.

However, if you want to serve your clients by becoming a diagnostic Trusted Risk Advisor™, we suggest that you eliminate “follow-up” from your vocabulary. Read more…

3 Questions for Developing an Effective Differentiation Strategy

May 20, 2015

ID-10071154With commoditization at an all-time high in the insurance industry, the need for differentiation has never been more critical.

Brand Keys recently examined customers’ relationships with 1,847 products and services via its Customer Loyalty Engagement Index.  Their research determined that only 21% of all products and services had points of differentiation meaningful to the consumer. Read more…

Set Yourself Apart by Improving the Customer Experience Journey

May 12, 2015

TrapDuring the Purple Cow Leadership Workshop, participants learn a powerful, consultative and diagnostic sales and service system to give them and their agency a competitive advantage in the marketplace.  Using key concepts from Seth Godin‘s books, Purple Cow and The Big Moo, they develop strategies to become “phenomenal, counterintuitive, exciting and flat out unbelievable” in the eyes of the insured. Read more…

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